Abstract

The researcher studied the commercial film to promote the virtue in the case study of the commercial film by Thai Life Insurance Company. The objectives of the research :-  1) to study the present  commercial film of Thai Life Insurance Company and 2) to study the result of commercial film to promote the virtue of the gratitude in the commercial film of Thai Life Insurance Company. This study is the quantitative research. The simple of the study is fo 353 people who join to training of the virtue course. The research tool is the questionnaires and the data analysis by using the percentage, means, and   the  standard deviation.

The research of the  results are:-

1) From  the presenting fo  the commercial film of Thai Life Insurance Company, it  is found that the story that is mostly watched and most appreciated for the students is “My Girl”.   It is 22.76% of this story, but the story that the students most like is “My Son”.   It is 34.0%. Most students give the reasons that it is 64.9% of the interesting content; 62.5 % of having appreciation; 49.6% of having the love and the faith; 34.3% of this commercial film with a form is presented from the scenarios of real life fo 65.4% of this film presented from the real life.

2) From the results of the presenting of  the commercial film for promoting the virtues of gratitude in the commercial film of Thai Life Insurance Company,  It is found that the students can apply it to their daily life. It is shown that 4.14% of most students still have  the appreciation for the role of parents  roles s at the  high level, 3.90% of most students usually pay the respect to the parents at  the   high level, and 3.67% of the increasing of the behavior of gratitude is at the  high level.

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